Judge, 1922-05-06 · page 35 of 36
Judge — May 6, 1922 — page 35: what you’re looking at
What you’re looking at
This is an editorial advertisement, not a cartoon. It's a **pro-advertising manifesto** published in *Judge* magazine itself—essentially the magazine promoting its own advertising pages to readers. The piece uses a metaphor comparing lighthouses guiding ships safely through dangerous waters to advertisements guiding consumers through marketplace choices. The argument claims that because advertisers invest heavily in promotion, their products must be genuinely good—otherwise advertising wouldn't be economically viable. Therefore, advertised products represent "full value." This reflects early 20th-century advertising philosophy: that advertising serves a protective, almost moral function for consumers. The piece essentially tells readers: trust ads because only quality merchandise can sustain costly advertising campaigns. It's propaganda for the advertising industry itself, presented as consumer guidance.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Beacon Lights of Business LONG perilous coasts, lighthouses throw their guiding rays far into the night to warn the mariners and help them safely past the shoals. Business, too, has its beacons. They are the advertisements, which throw a powerful light to guide you in your buying. They show you what to buy, where to buy and when to buy. Spend a few minutes running through the advertisements in this publication. Then buy the products that have proved up in the light of advertising. Manufacturers who advertise deliberately focus thousands of eyes on their products. Their wares must be good, their values honest and their prices right or they could not adver- tise successfully. In the advertisements you see products that have made good under the critical inspection of buyers. These products are full value products. They return you dollar for dollar. Buy them. Let the beacon of advertising guide you as it is guiding so many astute buyers. 58 Then you can know that every cent you spend buys its full quota of value. comicbooks.com